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[February 24, 2006]

Katie's Back helps customers ease stress and tension

(Telegraph, The (Nashua, NH) (KRT) Via Thomson Dialog NewsEdge) Feb. 19--MERRIMACK -- When Katie Choo's husband died of cancer almost four years ago, she was so stressed out that she was walking around with her stiff shoulders almost up to her ears.

"I was so tight; it really hurt," said Choo, 51, who lived in Arizona at the time.

Her doctor suggested she try thermal bed massage -- a heated, hands-free, oil-free, mechanical massage. After two sessions, Choo was able to move her shoulders again.

"I couldn't believe it," she said.

In May 2004, Choo moved back to New Hampshire to be closer to family. She had worked in medical billing for 25 years, and it was time for a change.

"I'm 51 years old. I didn't really want to go on a job interview," Choo said. "I had a condo in Arizona. I figured I'd sell that and start up a business."

Because of her success on the thermal beds -- and that there were no such parlors in New England -- Choo purchased six beds and opened Katie's Back 18 months ago.

"I said, 'People in New Hampshire are tight,' " Choo said. " 'They're stressed.' "

Located at 401 Daniel Webster Highway in a spacious suite with white walls, Katie's Back is a place where people can relax. From the moment you walk in, Choo greets you, takes your coat and leads you to the row of thermal massage beds, manufactured by Korean medical equipment company Nuga International.

You lie on the bed completely clothed, but you remove your shoes before the 37-minute relaxation session begins. Indian spiritual music fills the air as Choo places a fuzzy blanket on top of your body, a pillow beneath your head and a lavender eye pillow across your eyes.

The bed's ceramic mat slowly heats up to a soothing 130 degrees, and the internal "jade rollers" slowly move along the spinal contour. The back massage starts at the buttocks and runs all the way up to the neck. The rollers apply pressure to the spine and stop at two-minute intervals to stretch various muscles.

Nuga (www.nugaforlife.com) claims the massage enhances metabolism, relieves muscle pains and fatigue, and improves the body's immunity.

"I'll come in here and use it twice," Choo said. "I'm a firm believer in this."

Choo's customers are men and women ranging in age from about 40 to 65. Many are teachers and people who work at a computer all day, she said. About 70 percent of her business comes from repeat customers, many of whom purchase packages.

While a single visit costs $20 (that's less than a third of what most licensed massage therapists charge for a one-hour session), Katie's Back also offers four visits for $70, 10 for $150, a 30-day unlimited package for $100 or $700 for unlimited visits for a year.

Senior citizens get a discount on Tuesdays.

"I have more women clients, but men who like it come more regularly," she said.

Kimberly Buckner of Bedford has been going to Katie's Back since it opened a year and a half ago. She likes that she can go in virtually whenever she feels like it and doesn't need an appointment.

"I have a bad back; I have for years and years," she said. "I tried it, and it really helped me... My back doesn't go out as much as it used to."

Janet Angus, the director of the Merrimack Public Library, had back surgery last November and now goes to Katie's Back every Tuesday morning.

"It just seems to stretch my back," she said. "It's just such a relaxing space; it's wonderful."

Hollis McGuire of Milford, regional manager for the Nashua Area Small Business Development Center, learned about Katie's Back when Choo started working with the SBDC.

"I tried it, and I said, 'Whoa, I really like this,' " said McGuire, who has had back problems for years and now is a regular at Katie's Back. "It's just a wonderful adjunct to chiropractic, acupuncture, massage... and it does it at such an affordable price."

When the massage is done, clients can opt for a complimentary foot massage on one of two machines -- one kneads the foot and the other offers a heated vibrating massage.

Clients get as many cups of Poland Spring water as they need and also are treated to heated hand lotion during their foot massage.

Katie's Back offers private events, whether it's a personal celebration or a business that wants to show customers or employees their appreciation. Katie's can be rented Friday nights from 7-9 for private parties.

As with starting any business, there are challenges, and Katie's Back is no exception. "Advertising wasn't working," said Choo, adding that the problem was that not many people know about thermal massage.

"Now I'm physically getting out there more," said Choo, who is working with a business coach.

Though she would love to see a longer list of clients, Choo loves her new line of work.

"I love that it's so personal. Everyone who comes in here I wear my heart on my sleeve, so I tell people my business, and they tell me theirs."

With hopes of making a profit, Choo is selling the Nuga beds for their $2,600 retail price. Her hope is that individuals and beauty salons will make the investment. She also sells the foot massagers for $225, which is $75 less than what they go for online, Choo said.

"I love what I'm doing," she said, "but at some point I do need to make money."

KATIE'S BACK

--Location: 401 Daniel Webster Highway, Suite 4, Merrimack, NH 03054.

--Contact: 424-8853, katiesback@mac.com; www.katiesback.com.

--Hours: Monday, Wednesday and Thursday, 10 a.m.-7 p.m.; Tuesday, 7 a.m.-4 p.m.; Friday by appointment only; Saturday, 10 a.m.-4 p.m.

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